Brand Tone

Artisanal & Authentic, Knowledgeable & Passionate, Respectful & Community-Oriented, Understated & Confident, Personal & Approachable

Brand Values

• •Craftsmanship
• •Tradition & Heritage
• •Quality
• •Artistry & Musicality
• •Integrity & Authenticity
• •Community

Best Practices

• •Emphasize "Handmade" and "Artisan": Consistently use language that highlights the human touch, skill, and traditional methods involved in creating each drum. Words like "handcrafted," "artisan-made," "traditional techniques," "select materials" reinforce this.
• •Tell Stories, Don't Just Sell Products: Share the history of frame drums, the stories behind specific models, the journey of the materials, or the experiences of musicians. This adds depth and connects with the "Knowledgeable & Passionate" tone.
• •Focus on Sensory Details and Emotional Connection: Describe how the drums feel, the nuances of their sound, and the experience of playing them. Use evocative language that appeals to the musician's desire for a quality instrument that feels like an extension of themselves.
• •Maintain a Respectful and Inclusive Voice: Address your audience as fellow enthusiasts and artists. Avoid overly casual slang or hype. The tone should be welcoming to both seasoned professionals and curious newcomers, reflecting a shared passion for music and craftsmanship.
• •Let Quality Speak Louder Than Claims: While it's important to describe features and benefits, the overall tone should be one of quiet confidence rooted in proven quality and heritage. Avoid boastful language; instead, let testimonials, detailed descriptions of craftsmanship, and the inherent beauty of the instruments convey their value. Show, don't just tell.

Social Perception

A Premier Maker, Guardians of Tradition, Reliable & Trustworthy, Artisan, Not Mass-Produced, Specialized & Niche, Worth the Investment

Copy Examples

• •From our hands to yours. Each Cooperman bodhrán is born from select hardwoods and hand-tied skins, shaped by artisans who understand the soul of the drum. Feel the heritage, hear the difference.
• •For generations, the frame drum has been the heartbeat of traditions worldwide. At Cooperman, we don’t just build drums; we honor this lineage, crafting instruments that resonate with history and inspire new rhythms.
• •Join the rhythm. Our drums are more than instruments; they are a connection to a global community of players, storytellers, and sound explorers. Discover your Cooperman voice.
• •Your sound, your vision. Let's collaborate to create the custom frame drum you've always imagined. Our craftsmen are here to listen and bring your unique rhythm to life.
• •The true measure of a drum is its voice. Cooperman frame drums offer unparalleled resonance and tonal richness, built to inspire for a lifetime. Experience the sound of true craftsmanship.